In this big world, full of aspiring marketers and growing businesses, it is important to understand what are the key aspects that would minimize weaknesses and help to leverage strengths. Although the business or marketing problem is often different for each company, there are common shortfalls. So often we find brands and companies throwing marketing campaigns and products at consumers without putting much thought into the strategy, tactics and execution. With the volume of traffic and noise generated in this digital world, it has become essential to not only differentiate yourself from competitors, but understand what the audience is wanting, feeling and needing. So how can a brand cultivate a consumer’s affinity for a brand with the right strategy and execution? Building relationships.
Among many definitions of the term:
“Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.”
The general understanding of this term is clear, but leaves out an important aspect. Emotion has become an ever-growing and influential factor for marketers and businesses to identify and understand. What exactly resonates with the target audience? How is our brand, product and/or service able to make their experience a positive one? For just as in any relationship in life, touching on human emotions, preferably the positive emotions, is the key to any happy, healthy and long-term relationship. It is the right mix of emotions and strategy in execution of relationship marketing that will set apart brands and their accounts to be long-term rather than a one-time sell.
THE BCITMA REGIONAL CONFERENCE
The BCITMA is all about providing real-world experience through professional development, opportunities to network with industry leaders and brands and valuable insights into various industries. The BCITMA’s Regional Conference 2017 will help you learn and apply the various relationship marketing strategies that are essential in all industries and businesses. The BCITMA will also help take professional LinkedIn headshots and is THE place to mingle with aspiring marketers and business students like yourself! With added incentive of cash prizes for winners of the Sales Competition and Case Study Competition (more information below), you do not want to miss this once-a-year event!
The BCITMA is very fortunate this year to host a number of talented and knowledgeable industry professionals who will share their insights and tips into what relationship marketing means to them. The diverse cast of industries such as retail and digital will help to provide a unique perspective into the subtle differences of what relationship marketing helps to deliver for their respective companies.
Who are these industry professionals?
Kristina Cisnero, Bench
Kristina is a marketing tech professional who specializes in product and content marketing for SAAS companies. She is a BCIT Marketing Communications graduate and for thepast 5 years she’s been dedicated to helping students learn about marketing in tech.
From client management, inbound marketing, SEO, online strategy, and product and partner marketing, Kristina has gained a wealth of experience during her time at Vancouver tech darlings Hootsuite Media Inc. and Bench Accounting.
At this year’s BCITMA Regional Conference, Kristina will be sharing her experience of leveraging customer centric marketing strategies for increasing customer acquisition and brand awareness.
Michael St Laurent, WiderFunnel
Michael St Laurent is an Optimization Strategist at WiderFunnel where he runs Conversion Optimization programs for some of the largest brands in the world. He delivers revenue lift and A-ha Moments for his clients every week by helping them truly understand what makes their customers tick.
Katrina Bollozos, Traction on Demand
Katrina is a Senior Marketing Automation Manager at Traction on Demand, a Vancouver-based cloud consulting firm and platinum Salesforce.com partner. In her role, she leads a team of consultants who work to develop and implement Marketing Automation solutions for a wide variety of clients, including MEC, Roland, Kit & Ace and Rocky Mountaineer.
She earned a degree in Management Engineering at the Ateneo de Manila University, studied Digital Marketing at New York University, and has over 12 years in Digital Marketing experience. When she’s not working on projects, Katrina enjoys traveling, kickboxing, eating Goldies pizza, and learning how to fly small planes.
Rachel Orris, BrandLive
Rachel has always had a flare for writing and dabbled in English Literature, obtaining an Associate of Arts Certificate at Simon Fraser University. With her background in customer relations, she quickly switched paths and pursued marketing at the British Columbia Institute of Technology, where she received a diploma in Marketing Communications. Rachel was hired on at BRANDLIVE as a summer contractor and never looked back.
Since becoming part of the BRANDLIVE team, Rachel has worked with the sponsorship and marketing team to generate sales packages, create marketing campaigns, and manage all sponsor relationships. Rachel now leads sponsorship acquisition for a diverse portfolio of large scale outdoor events, music festivals, City celebrations and private conferences.
Sales and Case Competition
Looking for something more participatory? If you want to challenge yourself and develop many valuable business skills along the way, the Regional Conference features a Sales Competition and a Case Study Competition. Each competition is open to business students from BCIT as well as other post-secondary institutions such as UBC and SFU; the diverse array of students who will be participating provides great networking opportunities and a chance to test yourself against other institutions. There are even cash prizes for the winners!
In fact, it will not just be BCIT faculty that will be judging the competitions. The Sales Competition is sponsored by Sales Talent Agency & Great Canadian Sales Competition, while the Case Study Competition is sponsored by ADESA Richmond. Both sponsors will have representatives judging their respective competitions and providing feedback to participants. You will gain valuable analytical, sales and presentation skills from the professionals who have successfully applied these skills to business.
These companies are here because they want to meet students. In fact, they are paying for the privilege of having representatives at the conference – that is what sponsorship means. Instead of you having to go out and find these companies on your own, the Regional Conference brings together all the professionals who want to meet you; take this chance to really make an impression on the people who can impact where you go after BCIT.
If you want to sign-up for either of the competitions, please send your NAME, TITLE OF COMPETITION, SCHOOL to firstname.lastname@example.org
Case Competition, Sponsored by ADESA Richmond
$500 for first place
$250 for second place
Sales Competition, Sponsored by Sales Talent Agency & Great Canadian Sales Competition
$500 for first place
$250 for second place
$100 for third place
Theme: Relationship Marketing:
- create relationships
- build engagement
- transform experiences
- drive growth
When: Saturday, January 14, 2017
Where: BCIT Downtown Campus
Time: 8:00AM – 3:00PM (Case and Sales Competitions starts at 8AM, Speakers start at 10AM)
Admission: Early bird $15 Regular $20
- Tickets can be purchased at: https://www.eventbrite.ca/e/bcitma-regional-conference-2017-tickets-30008879366
Who: BCIT students and students from around BC
We’d also like to take this moment to thank our sponsors:
Ledcor Group: http://www.ledcor.com/
Sales Competition Sponsor:
Sales Talent Agency: http://www.salestalentagency.com/
Great Canadian Sales Competition: http://www.greatcanadiansalescompetition.com/
Case Study Competition Sponsor:
ADESA Richmond: http://www.adesarichmond.ca/